原产地形象对消费者产品评价影响地研究.docx

摘要随着经济全球化的不断发展，消费者经常面对品类繁多的本国产品或外国产品。特别是在供大于求的背景下，作为产品外部线索的原产地形象对消费者产品评价产生重要影响。目前我国针对原产地形象的研究还处于起步阶段，因此对原产地形象与消费者产品评价之间的关系进行研究具有理论意义和现实意义。本文回顾分析了现有关于原产地形象、消费者产品评价和消费者涉入的理论文献，对各个理论分支和研究成果进行了相应的辨识、分类和梳理剖析。本文提出将原产地形象作为消费者产品评价的自变量，并将原产地形象分为整体国家形象和整体产品形象两个维度。同时，本文还扩充了以前学者的思想，在模型中将消费者产品涉入度作为调节变量，探寻其对原产地形象效应是否具有调节作用。本研究以皮鞋为例，选择意大利、中国香港和中国大陆作为不同的原产地，对石家庄市区居民进行样本抽查，以获取消费者面对复杂信息时如何进行产品评价的第一手资料。之后使用样本特征分析、描述性统计分析、信度分析、效度分析、方差分析、回归分析和调节作用分析等数据分析方法，并借助计算机分析工具 SPSS16.0对所收集的有效数据进行运算。模型检验的结果显示，原产地形象对消费者产品评价有显著的正向影响；整体国家形象和整体产品形象对消费者产品评价分别有显著的正向影响；消费者产品涉入度在整体国家形象和整体产品形象对消费者产品评价的影响过程中，调节作用显著。最后，依据本文的分析结论得出启示，并在国家营销和大市场营销的理论背景下，对政府和企业营销实践提出相应建议。最后指出本文研究的局限性并提出展望。关键词：原产地形象原产地形象效应产品评价消费者产品涉入度IIIAbstractWith the development of economic globalization, consumer often face a broad range ofdomestic products and foreign products. Especially under the background of oversupply,country of origin image as an important external clue impacts on consumers productevaluations. The study of country of origin image in our country at present is still in thepreliminary stage. So studying the relationship between the country of origin image andconsumers product evaluations will have theoretical and practical significance.This paper reviewed theoretical literature on country of origin image,consumersproduct evaluations and consumer involvement , analyzed the corresponding identification,classification, and comb for each branch of theory and research results. In this paper, thecountry of origin image is seen as the independent variable of product evaluations, andcountry of origin image can be divided into two dimensions measurement including overallnational image and overall product image . At the same time, this article also expanded theidea of previous scholars, and the model took consumer product involvement degree asregulating variable, exploring whether it has a regulatory role or not for country of originimage effect.The research took leather shoes as example, chose the Italy, Hong Kong and Chinesemain